Tips on Running Google Search Ads for SaaS Startups with Ishaan Manchanda

While every SaaS marketer knows about Google ads, very few understand the nuances. If you jump in blind, you’ll end up losing ad spend and get unqualified leads. But don’t worry, we’ve got you! 

We spoke to Ishaan Manchanda, founder of GrowthSpree, to uncover the ABCs of launching Google Ads for SaaS companies. Ishaan has worked with 60+ SaaS businesses to improve their SEM efforts.

TL;DR:

• Google Ads are crucial for SaaS companies to reach qualified leads and capitalize on remarketing opportunities.
• Make sure you launch Google Ads only after achieving PMF to see maximum results
• Avoid relying solely on bounce rates, and experiment with ad copy and landing pages.
• Regularly refine ad strategy through A/B testing and prioritize building credibility on landing pages for better conversion rates.

Let’s dive in 🏊

Why run Google Ads?

55% of buyers use Google to learn about a new product. Google ads are a great way to get your name out there and attract qualified leads. Here are four benefits of running Google ads for SaaS companies:

Remarketing Opportunities

Implementing remarketing campaigns through Google Ads allows SaaS companies to re-engage with users who have previously visited their website but did not convert. By displaying targeted ads to these past visitors as they continue browsing the web, the company can remind them of their software solution and encourage them to return to complete a purchase or sign up for a free trial. 

For instance, a CRM software provider might create remarketing ads showcasing specific features or benefits to entice previous visitors to reconsider their product.

Better Geotargeting and Localization

SaaS companies can leverage Google Ads' geotargeting capabilities to tailor their ad campaigns to specific regions or locations. For instance, a language learning platform might create separate ad campaigns targeting users in different countries or regions. Ad copy and landing pages are localized to match each audience's language and cultural preferences. The company can enhance relevance and improve conversion rates by delivering targeted messages to users based on their geographical location.

Scalability and Flexibility

Companies can easily adjust budgets, bids, and ad copy to optimize campaign performance based on real-time data and insights. With the ability to test different ad variations and targeting strategies, companies can refine their campaigns over time to improve ROI and maximize their advertising investment. 

Measurable Results

Google ads help you determine which keywords and ad copy drive the most valuable leads by analyzing the conversion data alongside key metrics like click-through rates and cost per acquisition. With this insight, you can optimize your ad campaigns by allocating more budget to top-performing keywords or refining ad messaging to improve overall campaign performance.

What is the right time to begin running Google Ads for SaaS companies?

Consider launching Google search ads only when you’ve achieved PMF and acquired at least 10-15 customers. If you’re still in the very early stages, paying for ads won’t make sense when you’re still making changes to your product. 

However, it doesn’t mean you ignore Google ads or wait until you get funded. Google search ads are highly driven by intent. Unlike other platforms where you have to focus on targeting by demographics, Google is mainly based on search intent. Focus on founder-led sales and acquiring the first 20 customers so you can garner more user reviews to display on your website. 

What do you need to get started with SaaS Google Ads?

From creating ad copy to landing pages, there’s a lot to do when starting with Google ads. However, keywords are the first thing you should begin with when running ads. Most SaaS companies make the rookie mistake of starting with broad match keywords because they want to appear in front of a larger audience.

This can be detrimental because you’ll attract a lot of unqualified traffic. The best way to begin is by looking at bottom-of-funnel keywords. For instance, let's say you’re a sales automation software. Instead of going after the keyword “prospecting,” narrow down to use case keywords or competitor keywords like “best sales prospecting tool” or “(competitor name) alter.native”

Here is an example of “X alternatives”:

For product/use case-related keywords:

Pro tip: bid on branded keywords as well. Even though you’re already ranking for your brand name, your competitors will bid for those keywords and rank above you. However, you must be mindful when using branded keywords to avoid copyright issues.

If you want hard data – you can check out our research, where we analyzed around 30,000 general keyword theme performances over 6 months across 5 mid-market B2B SaaS companies ⬇️

‍

💡Learn more about what keyword themes work best (According to Data)

Getting prospects to click on your ad is one thing, but if they aren’t convinced with your product or don’t align with your messaging, they’ll drop off almost immediately. Make sure you also optimize your landing page for clicks. This is why you must design multiple landing pages based on buyer intent. 

The only issue is that Google Analytics isn’t optimized for B2B SaaS and doesn’t give you much beyond a user’s demographic data.

If you genuinely want to understand how to optimize your Google ads best, you must invest in account intelligence software that gives you an in-depth analysis of how your target accounts engage with your ads and how you can maximize ROI from your Google ads strategy. 

💡Compare Factors vs Google Analytics 

Navigating CPCs and Metrics for SaaS Google Ads

Of course, the CPC varies based on your industry,  with the bare minimum typically 10-12 per click. When analyzing metrics for your Google ads, avoid having bounce rates as your North Star. You can instead focus on scroll time and time spent to understand where exactly a drop is happening and how you can alter your landing page copy or design. 

Here’s a bitter pill: your conversion rate can be 2.5-3% at most, even with high-intent landing pages. This is because you cannot rely on landing pages alone to get you conversions. You need an array of tools in your tech stack to ensure you’re maximizing value from your ads.

1. Keyword research tool like SEMRush 
2. CRM to organize your data like Hubspot
3. Sales outreach tool to automate prospecting and contact data enrichment like Apollo
4. Attribution software like Factors to track your prospect’s customer journey and intent when they arrive at your landing page. 

You can also introduce self-attribution forms with questions like “How did you hear about us?” to analyze how many prospects have heard of you via Google ads. Remember, your forms shouldn’t be too long, wherein users drop off halfway, nor should they be too short, where you don’t have any context about your prospect.

💡Also read: Your Form Fields Matter. Here’s How 

Refining your Ad Strategy

When it comes to Google ads, experimentation is the name of the game. You will never get the same results with the same copy or the same keyword over and over again. Perhaps one of your competitors outbids you, or your users face ad fatigue. You need to regularly A/B test ad copy to ensure your prospects resonate with your messaging. 

And let’s not forget about the landing pages!

Your landing page makes all the difference between closing the deal or losing ad spend. Your landing page must fully convince your prospects you’re the right choice, which happens when you build credibility.

It’s relatively easier for enterprises since they can showcase multiple testimonials and G2 badges on their website. If you’re an early-stage startup, it can be challenging since you have fewer customers and not as many glowing reviews.

In such situations, you should have 2-3 of your best testimonials above the fold and have the form link right next to them. 

Here’s how Ishaan executes this for his client Playment ⬇️

Invest in Google Ads today

When done right, Google ads can be a game changer for your business. Search ads can improve your visibility among your target audience and help you close high-ticket deals. 

Check out Ishaan Manchanda on LinkedIn and his work at GrowthSpree to learn more about search ads.

If you want to up your Google ads game, speak to our team today!